Can I niche my freelance business around a technology

Reader Stephen asked:

I’ve been reading a lot about finding you niche (I have a copy of your book) and positioning, and a lot of what I’ve read seems to suggest working within an industry sector, but I don’t have a industry I like working in. I’ve built web apps for many different types of client (small businesses, startups, government departments and single person entrepreneurs). All working in different industries.
What I do like is building web apps using a certain technology (Angular).
My question is, is it possible to still position yourself if you focus on a single technology, set yourself up as an expert in the field of a certain technology (e.g. Angular). Or is this still to generalised? And if so how can you niche down further if, like me, you’ve worked in a variety of industries for a variety of clients?

Looking at the early results of my ongoing content survey (yes please fill it out if you haven’t yet) one of the top interests is finding your niche. There are two ways to niche your business, and each is a valid option.

One, you can niche down into a specific market, say CNC machine manufacturers. This allows you to target your marketing only to those businesses. Attend only those conferences. Cast a tight net and capture clients that fit well within that niche.

Two, you can niche down into a technology or service. My friend Jason provides Drip services. I’m niched like that for Membership sites over at sfndesign.ca. I don’t concentrate on a certain market so much as helping you gain and keep members.

On this site, I focus on technical men that want to run a great business and still hang out with their kids. They want to be good parents as well.

Do I have female clients? Yes. Do I have female clients with no kids? Yup. In fact, 50% of the coaching clients I have are not men.

Even though I try to speak to men. Heck one of my coaching clients isn’t in a technical field at all, and she’s a she.

Having a niche doesn’t mean that you don’t deal with anyone outside it. In fact, one of my female clients says she loves talking to me because I don’t get as concerned about her feelings, I just shoot straight. She has been coached by women before, and she was always frustrated by all the punch-pulling that happened.

Am I for every woman? Nope. But I’m not for every technical man with a family either.

Still, having a niche gives me focus. It means that I have three persona’s for men in business at different stages and I can target my content towards them.

So, yes it’s valid to niche around a specific technology. That gives you the focus to write about only that technology. To become an expert in it and thus attract clients.

Have an awesome day!

Curtis

PS: I wrote a book called Finding and Marketing to Your Niche that addresses building a niche following in your business. There is also a whole section in BootCamp on your niche and finding it.

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Clients are an Awesome Constraint

Deep down, we all harbor a fantasy: We do creative work, throw it in the mail — someone else sends us a contract and doesn’t bother us again. No one gets to tell us what do to; our art remains pure and untouched. – Perennial Seller

That is the dream of most developers, isn’t it? They get to write the elegant code they want, and they get money for it without any interference.1

They get to craft the code and refine it until it’s perfect.

They’re divorced from any deadline. They just get to produce code.

But that’s no the reality of good work.

Clients and Complacency

The flip side of this desire to create without any outside influence is complacency. You may tell yourself that you’ll just create and keep pushing yourself, but you won’t.

You’ll start to fall back into the ways you’ve always done things. You’ll hit a challenge and then see an easy way out and take it.

This is where client work is fantastic. They don’t care if one way is easier, they want the work to function they way they envisioned, and you need to make it happen.

You’ll spend an entire day getting a menu to work like the client wanted…and you’ll learn something new.

Constraints and outside influence are a refining fire for your work so don’t lament them.

Embrace them and use them as a way to produce better work all the time.

Have an awesome day!

Curtis

photo credit: ray811 cc


  1. Designers and writers and artists…all feel the same way somewhere in a deep recess of the heart. 

The Easy Way is A Lie, Do the Hard Work

There are a lot of things to focus on when you run a business. It doesn’t matter when the workday ends; there is always something that could be done.

You could refine your marketing funnel. Reply to one more email. Reach out to a prospect. Tweak your site.

Knowing this, it’s so easy to get caught up in all the things that don’t matter instead of focusing on the hard tasks that will move our business forward.

The Things we Get Caught up in

Like a kid playing with a scab, we fiddle with our websites. Maybe changing the tag line will bring in more clients. Or we change the colour of a button because we decide that it must convert better.

While there is a basic level of form and function that your site should meet, it’s never going to be perfect. In fact, once you’ve achieved this basic form and function, you’re likely only avoiding other marketing work that feels harder.

You know you should be writing.

You know you should be going out to local events.

But those are hard things, so you stick with the comparatively easy stuff.

The Hard work we should be doing

When it comes to bringing in more leads, stop fiddling with your tagline. The fastest way to get more clients is to shake hands.

Write down the three things you can do this week to get as close as possible to shaking more hands. A phone call with ____. Better yet, a video call because it’s closer to shaking hands.

What events can you go to?

How many Chamber’s of Commerce are there that you can access?

Are there any other local business groups?

I know that we’re in a huge global world. Most of my clients are in the US. But don’t discount the power of getting out locally and shaking hands.

If you have to expand your network past the local prospects because you live in a very rural area, get out to conferences. Better yet, speak at conferences. Being a speaker at a conference automatically gives you a leg up in credibility. Clearly, the organizers picked you because they thought you were worth listening to.

Right now, stop. Write down what you did in the last few days. Which tasks were simply waffling around avoiding hard work? Which tasks were bringing in leads and revenue? Which tasks were helping you be a better business owner?

Now, focus on the good tasks and do less of the tasks that are wasting time.

Have an awesome day

Curtis

PS: If you need help organizing your time, I have a whole module in The 8 Week Business BootCamp on blocking your time productively.

photo credit: trevgrant cc

It takes more than a business plan to be successful

We’re told that one of the first steps in thinking about any new business is to write a business plan. Out of this you’ll get to see how viable (or not) the business you want to build is. Books and books are written on how to write a great business plan. I’ve even got some on my shelf.

The unfortunate part is that many people think they’ll be successful just by writing a business plan. Once they have that hard work out of the way, success will come because they’ll follow the plan.

What the focus on the business plan fails to recognize is the importance of the relationships you need to build.

We nail down our business plans and prospectuses, but we tend to overlook identifying the fifty, hundred, or thousand relationships we need for our dream growth plan to become a reality. – Giftology

Go meet people

If sticking to your business plan means you get to sit in the relative comfort of your office behind your computer screen and not be out there talking to real people building relationships, then you’re doing something wrong.

Instead, check out Meetup.com and find some groups you can attend where your target clients or colleagues in your field will be.

Get out of your comfort zone and submit a talk to some of the local Meetup groups. Submit a talk to a conference you’d like to attend.

Join your local chamber of commerce or Rotary Club and get out to events.

Meet real people in your area and talk about what you do. Ask them what they do and see if you can introduce them in your network.

Send a gift

The follow up to this is to build relationships and goodwill by sending gifts to the people you meet. Are they a coffee drinker? Send them some local coffee or send them an Aeropress if they don’t have one.

Are they looking at getting outdoors with their kids more? Send them a Muddy Buddy for their kids to wear and stay warm.

Send them a decent knife for their kitchen.

It doesn’t have to be a huge expensive gift; in fact, a couple smaller gifts are going to go a much longer way in building a relationship with people than one huge thing.

If you’re writing a business plan, keep going. Just remember to not do the easy work of sitting behind your screen building ‘relationships’. Get out there and meet people in the real world and build experiences and relationships there. Those relationships where you’ve met in person are the ones that will yield the biggest results in your business.

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How to turn leads into amazing clients

The question I get asked most often by you fine people who run your own business is…

How do I get more leads for my business?

That’s a good question, but that’s not really what you want. If I send 10,000 unqualified leads to you but you convert none of them to clients, then those leads did you no good. You put in a lot of extra work and saw no real return on the time spent talking to those prospects.

What you want is more qualified leads that turn into clients so you can help more people and make money to pay the bills.

Here are the four things you need to do to get more leads that are qualified to become clients. Because your kids love fridge boxes to play in, but not as a permanent home.

Want even more on how to turn your leads into clients? Get my latest book Finding and Marketing to Your Niche, because getting leads doesn’t have to be so hard.

Get focused with your site

Sure, people take a look at your site. While you may think it’s super fancy and uses some great technology, your prospect couldn’t care less.

Stop for a second and take a look at my homepage here…I’ll wait.

I’m twiddling my thumbs right now…waiting.

How long did it take for you to figure out that I can help you get more leads and turn them into clients? Yup, about two seconds.

Now, can you tell me the three specific problems I can help you solve? Yup, if you scrolled just a bit more you’d see them called out.

There are no huge paragraphs telling you my history, because you don’t care. You care that I can solve your problems, so I told you the exact problems I solve, and offered you a call-to-action right on the home page–book a coaching session with me.

Look at your site and don’t tell prospects that you’re a ‘futurist’ or anything like that. Tell them what their biggest pain is and that you can solve it. Give them a call to action and make it obvious.

Put in some testimonials and maybe some other content, but don’t clutter up the page.

Have a client vetting process

Assuming you’re getting leads, it’s time to make sure they are decent leads. Leads you’d like to work with, where you can bring value and who have a budget appropriate for your services.

That means you should be asking them a bunch of questions via email before you get on the phone with them. Here is what my initial email looks like.

If you want to see the exact questions I send to prospects then you should look at Effective Client Email.

Once you have good answers to the questions you’ve asked it’s time to get on the phone. That first client call is all about making sure the answers you got match up. One fatal mistake is that you don’t make sure you’re talking to the true decision maker on the project. You need to talk to the decision maker on the project so that you can probe even deeper into what your client finds valuable and make sure you provide it to them.

With a few calls out of the way, you’re ready to work on the proposal.

Give them options

The biggest mistake people make in their proposals is not offering options. If there are three people estimating on a project and the other two people provide a single price but you provide three options, then you have over 50% of the decisions to do the work residing with working with you.

Having options also pre-empts any discussion about lowering your prices. Because you asked about budget in your initial emails, and again in your phone call, you know that your first option–the base project–is within the budget.

Then your second option, which includes some extras they dreamed of, lands right at the top of the budget.

Your third option, which includes all the dreams and maybe something extra you thought of that provides value, is actually over their budget.

If you want to see exactly how I do proposals and win 90% of what I send, get Writing Proposals that Win Work.

If you can do that, you’re going to be surprised with how often your prospects choose an option that’s over the initial budget because it provides so much extra value.

Keep those great clients working with you

Now that you’ve worked with someone, it’s not time to say goodbye to them. It’s time to double down on the relationship and invest, because most of your awesome clients are going to come through referrals.

Send your awesome clients a card once a year or so, and not some lame Christmas card that’s going to sit around in a stack. Send them a ‘not Christmas’ card on February 2.

Use something like Contactually to follow up via email a few times a year with your awesome clients, to stay top of mind.

If you can implement these four things into your prospect and client workflow then you’re going to get more leads. These leads will convert to clients, and long term they’re going to turn into awesome referral sources.

Want more on how to turn your leads into clients? Get my latest book Finding and Marketing to Your Niche, because getting leads doesn’t have to be so hard.

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The 7 questions you need to ask to write an effective case study

Case studies are one of the most powerful things you can add to your site to really get prospects motivated to work with you. But few people utilize them. Even fewer have good ones, because writing good case studies can be hard.

I did say ‘write,’ and while written case studies are good, I think a video testimonial from a happy client is infinitely more powerful than a written case study.

When you see a video of a happy client you get to see the emotion and make a better connection. This extra emotional connection means prospects are more likely to trust you. With more trust from a prospect, it’s much more likely that they’ll be willing to make a purchase from you.

Case studies and testimonials don’t have to be hard though. Let me get you started by offering the seven questions you need to ask your client to get the information you need for an effective case study.

You can jump to the end to see a video call I did with a recent client to see the question in action.

1. What fears did you have before we started the project?

You’re fooling yourself if you think a client isn’t worried about the service they’re going to get when they come to you. So many prospects have been burned by previous contractors who took their money, did a bit of work and ran.

Maybe it wasn’t that bad, but the project was months behind.

Whatever the fear is, we start with it because showing there were fears and talking about how you made the client feel comfortable in the midst of the fears is powerful.

2. What challenges did you face as you looked for a service provider?

Next up is more about the problems with finding someone to work with. A recent client of mine shared how most of the people she talked to spoke like nerds, and she had no idea what they were talking about.

It’s 100% likely that your prospects are also encountering challenges as they look to hire someone for their project. They’re pretty likely to be the same challenges, so call them out, because in a second you’re going to get your happy client to tell your prospects how you overcame those fears and challenges.

This was based off my book Finding and Marketing to Your Niche. Get it now, to learn how to put case studies to work for you in your business.

3. How did our firm address those fears and challenges?

Now your client gets to brag on you a bit as they talk about how you addressed the challenges. This is exactly what your prospects want to hear as they look for a service provider.

They’re going to hear that the fears they have were addressed by you. Your prospects are going to see that if they work with you they are in good hands, because you dealt with the fears and challenges of a past client.

4. How did you feel the bumpy patches of the project were handled?

Bumpy patches happen in a project, so just get it out there. It’s not the fact that a bumpy patch happened that’s a problem, it’s how you deal with it that shows what type of business you run.

In a recent case study, my client talked a bunch about how she never felt like she was alone in dealing with any problems. She had me to make sure it got taken care of.

When your prospects hear that you handled the rough patches well, they’re going to trust you even more. They’re going to feel confident they aren’t in it on their own like they were with previous freelancers.

5. Which parts of the project went better than expected?

Now your prospect gets to brag on you a bit more and describe the awesome parts of the project. This is where prospects start to see themselves having an awesome project with you.

Don’t be afraid of this question, even if they don’t have anything. Ask the question, and edit it out later if necessary. This is where I always got most afraid when I started these interviews, but that’s just imposter syndrome rearing its head. You’re talking to a happy client, so something went well or they wouldn’t be that happy client.

6. How did working together help you increase revenue (or save time)?

Now it’s time to get practical. How did your work help your prospect’s business be more awesome? How did it bring value to their bottom line? All prospects want to see practical positive benefit so they know they’re not throwing their money away on a pipe dream.

The biggest problem here is that if you didn’t start by making sure there was value at the beginning of the project, they may have no idea if there was any return on investment. Make sure you only do projects with a clear ROI for your clients.

7. Why would you recommend us to a colleague?

Many people here ask “Would you recommend working with us…” and the problem is that all the client can say is ‘yes’. They’ve answered the question and you have almost nothing of value for a case study or testimonial.

That’s why we ask “WHY would you…”. Now they come up with more reasons that you are awesome. By using WHY you get told that you made your client always feel like they were in good hands. They get to really brag on you and your services.

From now on, at the end of every project, ask the client if you can do a video testimonial with them. They may say no, that they don’t want to be on video. That’s totally okay. Still ask them if you can have the conversation and let them know you won’t publish it for anyone else, you’ll just talk and get feedback on your business.

Most clients are going to be happy to give you a video testimonial though. Use them and display them proudly on your site.

Here is a recent video I did with my awesome client name Sarah where I worked through the questions above.

This was based off my book Finding and Marketing to Your Niche. Get it now, to learn how to put case studies to work for you in your business.

photo credit: toomuchdew cc

Marketing is…hard. And you never signed up for it.

There you were, working away building sites, and one day you realized you were pretty good. Good enough that you should be doing this for yourself instead of letting someone else enjoy all the profits.

So you started a business, and then reality hit.

Running a business meant you needed to convince people to pay you money for your services.

You suddenly realized you ran a marketing business not a web design business!! Now you actually have to go out and convince people to pay you money for your services, and then find more people to pay you money.

Here is the hard way to market

When I started my business, I had no idea how to market. I overcame this lack of knowledge with so, so, so, so much action.

What action? I’m glad you asked.

I’d send ten contacts a day to what I considered ‘decent’ leads. That may have been ten contacts to people on Craigslist, or random job boards, or if nothing there piqued my interest I’d search my local chamber of commerce.

I’d reach out to these ten contacts five days a week, and out of all of that action I’d turn a small fraction of the contacts into viable clients.

Looking back, 90% of those leads were actually terrible. I ended up with clients who wanted everything possible and really didn’t want to pay anything if they could get away with it.

I lived chasing payments and arguing with clients who wanted just a few more hours and a few more tasks (no big deal, right?) and held payment over my head.

No it wasn’t fun, and I know some of you are there still.

The easier way

Instead of wasting so much of my marketing effort on leads that weren’t worth my time I should have been smart about marketing.

I should have built out a good client vetting process.

I should have figured out what my niche was and where the clients in that niche were so that I could target my effort and show up where they were.

As I coach freelancers now, I realize that so many of you don’t know how to market your services effectively. The most asked question in email or coaching calls is:

How do I get more clients?

So I wrote Finding and Marketing to Your Niche so you didn’t have to try and solve this problem from scratch.

Head on over to find out more about the book and how it can help you bring in more clients who are willing to pay for the awesome value you provide.

Go get Finding and Marketing to Your Niche now!

photo credit: bobsfever cc

Here are 4 ways to make offline marketing easy

I’m totally a digital person. Right now I’m writing at my kitchen table while my kids watch some TV. I’ve spent months travelling to see family for Christmas or spent the summer in other parts of the country, with no real change in my business. I’m able to keep my business going because most of the time, my only real requirement is an internet connection.

Like you, I far too often default to the amazing digital tools I have at my fingertips. The problem is, though, for all the awesomeness digital tools bring us, they’re not always the best.

Despite the fact that by using digital tools like Facebook ads, we can reach people all over the world, I think the most effective marketing is offline.

The big reason offline marketing is king is that it has the highest trust factor. When you shake hands with someone and talk about what you do, they instantly trust you more than if they visit your site.

Here are the four ways you should be taking your marketing offline to build big trust with your prospects and clients.

Network well

Yeah, I had the same thoughts you did about networking at one point. It felt sleazy and like a waste of time. The reason it feels like that is because you don’t go in with a plan. Without that plan you end up standing around like Baby in the corner, not talking to anyone.

Instead, the next time you attend a networking event, look at the list of people attending the event (assuming you’re able) and pick out three to five you’d like to connect with. Make a point of connecting with them before the event via their social media profiles so that when you introduce yourself it’s not the first time they’ve heard your name.

Then, as you talk to them, write something down that you learn about them. I do this right on the back of the business card I get from them. When I go home I send them a card that references our talk and tell them it was great to meet them.

By having a plan, you can make a networking event provide benefit to your business and you can stand out from the crowd, because no one else is going to send a card.

Speak well

The second thing you should be doing is to speak at local meetups and conferences. You don’t have to be the keynote speaker–often, a ten-minute ‘flash’ presentation would be great for the organizers to have.

If you’re going to speak, make sure you over prepare. Don’t just practice a few times, but practice enough that you don’t need your script as security.

When you know the material that well you can run off on tangents and still hit the high points you need to for your effective presentation.

Make sure you leave time before and after your presentation to walk around the room and talk to the attendees. Even if you give a sub-par presentation, people will likely have questions for you afterward, so stick around and answer them.

Don’t eat alone

Your best source of quality leads is always going to be referrals, and you only get referrals by building relationships. One of the best ways to build relationships with the business people in your area is to have lunch with them.

When you sit down to have lunch you’re less rushed than with a quick coffee meeting. You order and then wait fifteen to twenty minutes for the meal to come. During that wait time, you get a chance to begin building rapport with the person across the table. As the meal progresses you can really get to the heart of their needs.

In any good marketing plan you should be trying to have lunch with someone at least once a month, but once a week is better. You don’t have to focus solely on solid leads. Many times you’ll be surprised by the leads that come in from unexpected sources.

Get gifting

I’ve already said that I send cards after networking events, but I also send cards to my current clients and the key past clients I’ve especially loved working with.

I’ve also sent an AeroPress, local coffee beans, custom Lego figures, a Trackr, and robust waterproof batteries to prospects and clients.

There is so much transformation possible in your business by bringing your follow-up offline and giving gifts. None of the gifts I’ve given have cost more than $50, shipped to whomever was getting it, and you can be sure I was one of the very few that sent a gift of any type to that client.

When you’re out at a conference, pay attention to what those you meet are interested in. If they love coffee and don’t have an AeroPress, get them one. If they love Lego, send them a custom Lego mini that looks like them.

You will be the only one that took that step and the next time they think about work in your field, you are the name they’ll come to.

If you can start to implement even one of these offline marketing strategies in your business this year you’re going to see more referrals and prospects becoming clients.

So which one are you going to do?

This was based off my upcoming book Finding and Marketing to Your Niche. Get on the email list to hear about it first.

photo credit: nanagyei cc

You need a plan to follow up with prospects–here is mine

If you want to win work, you need to be proactive about keeping tabs on your leads. Sure, the prospect has a problem and you can likely solve it, but so can others.

Sometimes things come up for your prospect, say a death in the family. When life happens the project may take a back seat. By the time your prospect gets back to it you may no longer be top of mind so you’re going to lose out on the work.

Just like I have a client vetting process, I have a follow-up process to make sure I keep tabs on leads.

Following Up with Prospects

Great prospect follow-up starts with a schedule. When your prospect says they need to check with Bob in accounting, you tell them you’ll follow up on Monday to see how that conversation went. Then…you follow up on Monday. The email doesn’t have to be huge. Something short like this is perfect:

Hey Jane, hope the weekend was great.
I wanted to follow up and see how the conversation with Bob went. Are there any further roadblocks to moving the project forward?
Have a great day.

Say you don’t hear back, what then? I follow up with prospects every Tuesday and Thursday until they say outright no or until they haven’t responded for a long time. Even then I send one last email that quite often gets a response. I call it the ‘closing the account’ email and here it is:

Hey Jane, hope the day is going well.
I haven’t heard from you in the last few emails. I’m closing my accounts now and it seems like you’re no longer interested in working together.
I’ll close this account so I don’t keep filling your inbox.
Have a great day.

So many times that email yields a response from cold prospects. Stuff just came up and they haven’t been getting to their email like they had hoped. They’re still interested in work and they want to start moving forward.

Never just stop emailing a prospect without sending an email to tell them you’re closing their account.

That’s my routine for prospects that I think are a great fit, but what about clients you’ve already done work for and you’d love to work for again?

Long-Term Follow-up with Awesome Clients

One of the best ways to follow up and keep on the radar of previous clients is to take it offline. In a recent call I did with client she mentioned a few times how the hand-written cards I sent were great. They made her feel like I cared for her and her project.

I usually send those at the beginning and end of every project, and for really awesome clients they get one or two other cards throughout the year to keep top of mind.

In addition to some hand-written cards, I make sure I touch base with my awesome clients at least once a quarter via email. I’m not asking for more work, I’m asking how life and business is going. I’m working to stay top of mind so that when they have work that might fit me, they get back in touch with me instead of talking to someone else that they talked to more recently.

My tool of choice to remind me is Contactually, but there are plenty of other tools you can use.

It really doesn’t matter what your plan is to follow up with leads, just have a plan and faithfully execute on it. Don’t let prospects drop off the radar just because you’re not following up. Stay top of mind with them, and you’re going to start getting more leads.

This was based off my upcoming book Finding and Marketing to Your Niche. Get on the email list to hear about it first.

photo credit: bobsfever cc

It’s crucial to market to the right people. Here’s how to figure out who they are.

In The Brain Audit, author Sean D’Souza talks about your target profile and how crucial it is when you’re doing any type of marketing.

Target profile is simply the factor of choosing one person.
Not an entire audience.
But one solitary person.
And then crafting your message to that one person. – The Brain Audit

Just like we need to find a niche for our business, each marketing message needs to talk to a single person. Hopefully by name.

Far too often, once you’ve been in an industry for a bit, you’re all about being ‘advanced’ and you forget to speak to the beginners in the field. This only gets worse as you become more advanced as well. You keep speaking to people at your level and totally forget what it was like to be starting out.

By building personas for your business you can help to combat this tendency and create solid marketing messages for people at all levels in your audience.

How to develop a persona

When you start your persona, you need to think of a single person. Hopefully you’ve met some of your audience and you can put a real face/name to a persona.

Once you’ve done that, start to write down things about them. How many kids do they have? What are their business goals? What is the biggest problem with their business? What can they already do well in their business?

How many personas?

When you’re building personas I suggest building three and tailor them to three levels of expertise in your market.

  1. Beginner
  2. Intermediate
  3. Advanced

By making sure you’re creating some of your marketing for each level, you help to combat your tendency to only speak to those at your level.

Here are the exact personas I use when I write blog posts for this site and when I write my marketing copy for products.

Profile 1: Beginning Freelancer (Dylan)

  • Looking to start his own business
  • Not sure how to write great estimates, get leads, stay focused during the day…
  • Coming from a job he wanted to get out of school
  • He’s not even sure what he doesn’t know about serving clients; he only knows they can do their craft

Profile 2: Intermediate Business Owner (Sandi)

  • Has been getting clients regularly but doesn’t feel like they’re the best clients
  • Living paycheque to paycheque — certainly has times of the year when she’s not sure about paying rent this week
  • Wants to increase her rates and get better clients
  • Likely has some trouble finishing projects on time

Profile 3: Seasoned Business Owner (Arwen)

  • Wins work regularly and has a waiting list
  • Managing a team and needs to know how to communicate with them
  • Looking at higher level things like CRMs and client lifetime value
  • Wants to refine his processes and make the business not rely on her

With these three personas in hand I can make sure that in a month I’m covering each level of expertise and not leaving possible new readers out in the cold by being way above their head.

This was based off my upcoming book Finding and Marketing to Your Niche. Get on the email list to hear about it first.

photo credit: le0nard0h0 cc